SYDNEY — Autotrader (div. Cox Automotive) announced the official debut of its car-trading platform in Australia following two years of collaboration with Australian car dealerships. A high-impact, multimillion-dollar marketing and traffic acquisition campaign will support the launch. The campaign includes digital, TV, print, and out-of-home advertising, as well as public relations.
Backed by the scale, size, and experience that comes from the Cox Automotive global operation, the launch of Autotrader marks a major step change for the Australian auto retail industry, executives said.
“We’re thrilled to be launching this innovative automotive platform in Australia. Buying a car is a big decision that can come with a lot of risk. Autotrader’s goal is to reduce this risk by providing greater transparency and facilitating stronger trust in the seller buyer process,” said Shaun Cornelius, CEO of Cox Automotive.
“Through our extensive consultation process with the local auto industry over the past two years, we’ve identified a gap in the Australian market,” Cornelius added. “To address this, our focus is on giving buyers a better online experience. This means helping buyers understand how the vehicle they’re considering ladders up against similar vehicles for sales, they understand the reputation of the dealer they’re purchasing from. Ultimately this means Autotrader is cutting out legwork for dealers as they receive leads from buyers who are more primed and ready to purchase.”